SAFFER LAUNCHES LOEB CAMPAIGN
By Adnews Staff
The Saffer Group Inc. of Toronto launched a campaign in Ontario and Quebec for the LOEB supermarket chain this week. The ads focus around the theme, "We're cooking together," and will run on TV and radio in markets with a LOEB presence. The ads concentrate on LOEB's strengths in the areas of meat, produce, bakeries and full-service delis. They feature customers getting recipe ideas and cooking tips from LOEB butchers, bakers and nutrition experts. To support the ads, LOEB will run a weekly "Cooking Together" flyer with recipes, tips and food specials. The company will also put out a quarterly recipe magazine. The LOEB chain, owned by Provigo Inc. of Montreal, operates 103 stores in Ontario and western Quebec. Saffer won the Quebec LOEB account in early September, beating out Gee Jeffery & Partners Advertising Inc., MacLaren McCann Canada Inc. and Grey Advertising Ltd., all of Toronto. Saffer already had the LOEB business in Ontario.